• by Mitch Oscar , Op-Ed Contributor, October 17, 2014

A man and his young son walk up to an ice cream truck on the street corner. The vendor is an Eskimo. The man and his son request a snow cone. The vendor responds, “You have to be more specific – my people have more than four hundred different words for snow cone.”  

A TV programmatic cartoon:

An advertising agency media executive and a marketer walk up to a cavalcade of TV programmatic vendors at a media convention. The advertising media executive requests a TV programmatic proposal for his client from each vendor. A vendor responds, “You have to be more specific – my people have…” and offers a sampling of TV programmatic flavors: